What most companies want out of their CRM is customization to generate reports, said Crisantos Hajibrahim of VIWO, a reseller of Google Apps and integrator of popular Zoho apps such as Zoho CRM and invoicing.
Generating reports is the most important aspect of CRM, said Hajibrahim who echoed Gene Marks’ top point in his keynote at the Zoho User Conference, Zoholics, in Burlingame, California.
To generate those reports, you need data. And it’s not just any data, it’s data that’s lined up for your needs. To get that data in such a format, you need a process and that often requires a fix to current processes and business methodologies. Hajibrahim said you need to ask yourself the question, “What is going wrong that needs to be fixed to generate the reports.”
Getting to that point requires a CRM Czar, said Hajibrahim. People have to buy into the idea of what the CRM does, the role it plays, and how the business uses it to support the customer.
If you don’t have a CRM, how is a guy you just hired two weeks ago going to know about your most important customers, asked Hajibrahim. “Everything has to be centralized so everyone can have access to better service your customers.”